Aziz Jafri, a seasoned trade marketing expert, plays a pivotal role in Reckitt’s growth strategy across the U.S. retail landscape. As Trade Marketing Manager for the Vitamins, Minerals, and Supplements (VMS) division at Reckitt’s New Jersey office, Jafri collaborates with leading retailers such as Walmart and Target to ensure the right products reach the right consumers.

Originally from Pakistan, Jafri began his journey with a degree in electrical engineering from the University of Engineering & Technology in Lahore. He then worked at Alcatel-Lucent in the UK before earning an MBA from Lahore University of Management Sciences, with an exchange term at Peking University in China.

His diverse experience spans leadership roles at AkzoNobel, SC Johnson (via its joint venture with Packages), and Packages Consumer Products. He rejoined Reckitt in 2023 to lead the VMS category in the United States, bringing a global perspective shaped by stints in Pakistan, the UK, and the US.

Throughout his career, Jafri has leaned into data analytics to inform marketing decisions and drive business results. At Reckitt, he introduced the “one number score” model—a data-centric SKU prioritization tool now used across the company’s Health Business Unit. The model has garnered multiple internal and industry awards for its innovation.

Jafri emphasizes that his ability to convert complex market data into strategic initiatives has consistently delivered brand growth and elevated shelf performance. He utilizes syndicated data sources like Nielsen, IRI, and Power BI to craft targeted campaigns that resonate with shoppers.

In response to shifting consumer behaviors post-pandemic, Jafri led Reckitt’s e-commerce transformation efforts. Working closely with Amazon’s sales team, he helped implement digital-first strategies that boosted online visibility and performance. His leadership also contributed to the successful rollout of a new vitamins range, securing placements at major retailers including CVS, Kroger, Meijer, and Walmart.

Jafri credits his success to his adaptability, global business insights, and deep commitment to data-led marketing. He remains focused on innovation and staying ahead of retail trends to fuel category growth in an increasingly competitive environment.

Explore CXO Insider for the latest innovations in Operations, IT, and Finance, featuring valuable insights from top C-Level industry leaders! 

Source: Ceoworld.Biz